As an SEO professional that now works at one of the big PR firms (Ketchum.com). I think your quick and dirty list is great. Though I do have to plug a tool that we use here for our media pitches and link building work that speads up the process of evaluating a page AND finding the contact info. It's called BuzzStream, and I wouldn't be able to do my job without it.

We have also noticed that we often get coverage from reporters who follow our client's Twitter accounts, and are prompted to write stories from the news that is tweeted. BuzzStream helps you find both email contact info, but social media profiles as well.

I can completely relate to your frustration. I met with a startup company who was developing an online database of music for choir directors. They wanted me to help with a marketing display and materials for their launch event at a big convention, but when I asked about their search engine optimization & marketing plan, they not only didn't have one, but they thought it was completely unnecessary. They firmly believed that their community would just remember their URL and the URL would be passed along virally.

I just can't wrap my head around anyone developing an online service who doesn't think that they need to do search marketing for that service. Needless to say, my passion about search marketing means that they found someone else to develop their booth display and marketing materials. Which is OK by me.